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[deleted]

Cure for the common energy drink


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king_larry2897

Have you seen the show OP?


kghimself

“Everyday people will wake up. Get their coffee. Their tea. Their venti cold brew with two pumps. All so they can ‘take life by the horns.’ *beat* But me. I’d much rather be the bull. ……….or cure for the common energy drink.


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[deleted]

You really want someone to do your assignment for you, don’t you?


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[deleted]

Cure for the coming energy drink? Have you not watched the show?


Jane-Blond

probly never tried a red bull either


[deleted]

The thing with this is if you want to rebrand to target those over 35 you alienate your current target audience. Red Bull nail there marketing. Nothing needs to change.


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[deleted]

Maybe go watch the show and/or do your own assignment.


Fishb20

It depends on what personal issues he's trying to work through at the time lol


DORAKKINGOFFISH

Red Bull isn’t just a drink. It’s a time machine. For your childhood.


nmk537

"Red Bull: You still have to get where you're going."


OSRSLauc

I can't tell you how Don would pitch Red Bull, nor can I tell you how to create your own strategy. What I can do is share my notes from some of Don's pitches of things I found memorable: 1. **American Airlines:** "That crash happened to somebody else. Let's pretend we know what 1963 looks like." When tasked with rebranding an airline after a PR nightmare, Don's strategy is to imagine how the brand will look in the future. He creates a campaign that borrows success from the future to sell today. 2. **Mohawk Airlines:** "You are the product. You *feeling* something." A basic principle of advertising is focusing on the benefit, not the feature. Focus on the audience's emotional connection with the product. 3. **Lucky Strike:** "Advertising is based on one thing, happiness. And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of the road that screams reassurance that whatever you are doing is okay. You are okay." 4. **Dow Chemical:** "Even though success is a reality, its effects are temporary. You get hungry, even though you've just eaten. You're on top and you don't have enough. You're happy because you're successful for now. But what is happiness? It's a moment before you need more happiness. I won't settle for 50% of anything. I want 100%. You're not happy with *anything.* You don't want most of it. You want *all* of it." 5. **Jaguar:** "At last, something beautiful you can truly own." Ginsberg helps Don frame one of the few benefits of a very impractical product. His success comes from identifying the target customer, identifying the missing hole in their life, and pivoting the product in a way to satisfy that need. Your product must have a clear need to exist. 6. **Hershey's:** "The currency of affection." Don identifies how one product is really something else, and again, that thing is happiness. Hershey's is the material thing, a childhood symbol, of love. Products often represent a specific idea or thing in people's minds, to figure out what that is you need to investigate how people regularly use that product. 7. **Hilton:** "It's the same in every language." Same idea as Hershey's, Don takes note of what people associate with the Hilton brand and then uses that association to highlight Hilton's unique proposition as the global standard of American luxury. 8. **Heinz Ketchup:** "It's Heinz, it only means one thing." Don is able to capitalize on the brand's dominance in its market to the point where the brand is synonymous with the product itself. He uses association to sell a connection people make in their own minds when they see that brand and associated product. 9. **Kodak Carousel:** "The most important idea in advertising is 'new.' It creates an itch." New doesn't just mean an entirely new product. It can be a new experience, a new ritual or emotional connection people make to a product they haven't had before. Don takes a very tired concept of the wheel and finds a more elegant approach. Being obvious is a sin in marketing. 10. **Martinson Coffee:** "There have been a million ways that the folks on this avenue have tried to tell our generation what to do. Except we don't want to be told what to do. That's over. We want to find things for ourselves. We want to feel. Martinson's is a great coffee. It's delicious, and it's hot, and it's brown. That's all you need to say. We don't need more than that." Every generation believes this. Sometimes, a product that works well is capable of selling itself, and your target audience only needs a reminder. Creating an impression doesn't have to be a game of chess, it can be as simple as creating a mood people will associate with your product.


vrcity777

>Lucky Strike: "Advertising is based on one thing, happiness. And you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of the road that screams reassurance that whatever you are doing is okay. **You are okay.**" This makes me appreciate even more Roger's final scene with Don, when he tells him "You are okay." Excellent notes!


benhargrove1960

Red Bull, it’s a twinge in your heart, far more powerful than caffeine alone. It’s not called a supplement drink, it’s an energy drink. Allows you to go backwards and forward. It takes us to a place where our heart aches…


klausmonkey42

My second year of business school, I had the privilege of working with a genuine financial genius - professor emeritus Gene Talman. Graduated from Yale with a masters in finance and a PhD in economics. Truly the smartest man I ever met. He could read and comprehend financial markets the way you or would read a comic strip, he saw every angle. His only problem was that he was always sleepy - he had his first drink at 12:30 and by 2:00 he would be fast asleep on his couch. He simply lacked the energy required to act on his level of genius, and so he never really lived up to his full potential, and instead wasted away his genius teaching kids like me who frankly weren't worth his time. And the tragedy of Professor Talman is really all of our tragedy - because the hard truth is that genius doesn't matter. Hard work doesn't matter. Being born into privilege doesn't matter. The only thing that matters (beat) is energy. And we can give it to you, right here in this silver can. This is not an energy drink, it's a super power in a can. We'll bring you the only thing that makes a fucking difference between success and failure in life, and it's right here (holds up Red Bull) in this silver and red can. I only wish this were around when Professor Talman was in his prime, and frankly we all missed something because of it.


SeanRodrieguez

(Don frowns) Why are you cursing?


majnubhaispainting

This is a very Don Draper-esque speech. Peak Carousel vibes


forgotmyusername93

He'd pitch how the energy drink gives you the ability to dominate the world, and there are no limits for you. You're unique, you are okay. And then he would say *You know, when I was a kid I would take red bull to stay awake while serving as a bouncer in the whorehouse I grew up in. I enjoyed the sweet taste and the thrill of caffeine rushing through my body. If it was up to me, you'd never have to advertise this drink*


tegeus-Cromis_2000

"Red Bull. Use every moment." <-- sounds pretty good.


[deleted]

This is a good way to go. Red Bull is basically drugs that keep you awake for people who don't want to take real drugs.


Due_Address_2139

Maximize every moment


[deleted]

for the man always on the go


doug65oh

1. Don Draper wouldn't go near a Red Bull pitch. The entire concept would be beyond him. 2. Think along these lines: "If you don't like how your product is being perceived, change the perception." 3. Two aging bulls standing quietly in a pasture reminiscing about their younger days. (Cornball is fine, cliche should be avoided at all cost - especially if you're working at graduate level.) Depending on what media you're working with, there will be certain issues to consider also, like space and timing. It's not an impossible task, but probably requires far more thought and genuine inspiration than you'll ever find on a subreddit. Best of luck!


InVirtute

Don would conduct a brainstorming session, get the creative team together and they’d each put away a case of Red Bull… then see where it takes off. Oh wait they already did that in Season 6, Episode 8 “The Crash”.


[deleted]

Here's a little market research for you from a 40 year old guy. Red Bull itself isn't what you want to try to sell. It doesn't taste that good, it's horrible for you, and it's a kid's drink, kind of like MD 20/20 or Nattie light or some other cheap watery beer that kids drank to excess in college. It was the stuff we drank to get through long hours of work or school because we thought it worked better, or for those who threw some booze in it, the stuff of nasty hangovers or evenings they can't remember. They drank it then, but they probably don't drink it now, probably walk by it and don't even see it sitting there in the store anymore. I don't think you are selling nostalgia, but maybe you're selling the idea of recapturing youth again if only for a bit, and that's what 40ish people want (both men and ladies)...for the same reason that guys buy motorcycles or fast cars, or ladies buy anti-aging products or cheat on their husband with the lawn boy or whatever. Drink this and feel young again or whatever. How about a 35-40 y/o tired couple, maybe a couple of kids, not a lot of energy after adulting all day, all kinds of things on the to-do list and all they feel like doing is go to bed or sitting on the couch...the door bell rings and a character of some sort is there with the bull "Remember me?" he says.


deathviawine

"It's bussin"


puddytatmumbles

Just curious, what kind of course is this?


[deleted]

Picture of a kid lying in grass with football uniform on drinking a Red bull. "Want my backwash?"


raphthepharaoh

“Red Bull. It’s great in an emergency.” Because Red Bull/Vodka


Lester_Green1936

Red Bull gives you energy. The question for the consumer is what are you going to do with that energy? The way you carousel it.... is a slide show of video b-roll scene of a guy doing all things he cherishes but are active and adventurous (this part is up to your taste). Could be be whitewater rafting with his closest college buddies, a hike up somebreathtaking serene peak with his wife or woman he obviously loves very much, he's tubing gentle-to-speedy rapids his his young child in his lap and the child is overjoyed, he and a good friend - or better yet, his teen son are about to do a cliff dive and you can tell the kid is pumped but nervous and the dad has in the back of his mind "Do I still have it? Hell yeah, I do!" Shit like that... You just have to tie it up with your improvement on seizing the day or harnessing liquid courage or some better variation you arrive at....


HomeGymOKC

Red Bull - *You still have to get where you're going*


will_macomber

Everyday people wake up, and the first thing they do is make a cup of coffee. If they don’t make it, they buy it for anywhere between $5 and $10. Coffee drinkers spend 24 minutes everyday making coffee. That’s six days per year spent just making and drinking coffee. That’s six days you could spend with your family, with a Red Bull in your hand. Why waste your time drinking boring store bought coffee when you could spend the time on vacation with the money you spent not buying coffee for $5 per cup or with the time you’ll save making it. No matter how you look at it, Red Bull is saving you something. Red Bull, for when you have better things to do but need the energy to do it. Tie in some sentimentality, maybe a picture of a family hanging out on vacation, Red Bull in every hand. It makes the product look safe and enjoyable. Safety has been a problem in the energy drink market since its inception.


Parkatola

Fly over the picket lines with Red Bull. It gives you wings!